Toyota and Burrell Communications introduce the 2016 RAV4 Hybrid with a series of broadcast commercials, web spots and video vignettes starring Keegan-Michael Key (‘MADTV,’ ‘Comedy Central,’ ‘Key & Peele’ and ‘Playing House’) that take a comedic approach to dispelling the misconceptions about hybrid vehicles. Bob Ackerman, creative editor, and partner at The Colonie, along with the full-service boutique’s visual FX and design team took the package from cutting through finishing.

The storyline of the campaign is driven by Key’s character, Ravelle Forman, (RAV4, get it?) a wide-eyed, slightly unhinged driving school instructor. The zealous fan of the 2016 Toyota RAV4 Hybrid has come out of retirement on a mission: To educate student drivers about a new generation of high-performance hybrids with sophisticated features that rival those of traditional vehicles - while providing a budget-conscience, environmentally friendly alternative

The :30 broadcast spot, ‘Why Wouldn’t Ya,’ establishes the premise of the campaign with an outlandish parody of driving school.

It opens with Ravelle in front of a blackboard with ‘Hybrid Learning’ written in bold letters. As the bell rings, he begins the class by posing the question, ‘Who here wouldn’t consider driving a hybrid?’ All of the students raise their hands and respond with a litany of reasons based on misinformation about everything from style, performance and power, to maintenance and mileage.

The wacky yet well-informed instructor proceeds to enlighten his skeptical students – each with a distinct and quirky personality and style that clues

viewers as to the features that they most value in a car - and assume that a hybrid won’t provide. Using references to his own beloved Toyota RAV4, a mix

of visual aids and a steady stream of oddball metaphors, he presents an arsenal of facts, disproving their notions about hybrids with theatricality and

unbridled enthusiasm.

Burrell developed a concept that masterfully utilizes multiple platforms to tell the story. The agency’s creative team Elyse Simpson and Derrick Harmon

delivered a series of nuanced, off-beat comedic scripts co-written by Keys, a lauded comedic actor and writer who work in both discipline has garnered

“‘Hybrid Learning’ is a great insight and concept executed brilliantly. We simply took a problem and made it the solution. The long format YouTube platform

enabled us to tell a continuing story that is both entertaining and educational,” says Lewis Williams, the agency’s EVP, CCO. “Special thanks to the Toyota

client who understands the power of social media and Key whose comedic talent and timing is impeccable."

“There’s so much to appreciate about this package,” adds the editor. “The mix of spots and videos total almost ten-minute of content, so we were able to

really sink our teeth into these off-beat characters and explore comedic options that would otherwise not be possible within the confines of a traditional

campaign. The web videos gave me the time needed to focus on each character’s idiosyncrasies and ethos and take their development to a

whole other level. It’s rare and very rewarding to work on a project that has so much depth and ambition.”

About The Colonie: The Colonie is an award winning Chicago-based creative editorial, motion design, visual FX and finishing boutique with a seamless, full-service approach to creating spots and cross-platform content that engage, entertain, inform and move audiences. A multi-disciplined collective of creative, technically skilled storytellers work as a creative partner with clients, following a shared vision - from rough-cut through completion.

A wide range of national and global clients, such as Nintendo, McDonald’s, Pepisco and Bayer, rely upon The Colonie’s accomplished team of talent to consistently deliver compelling creative content that elevates the viewer’s experience and connects them to brands. For more information about The Colonie and its services, visit www.TheColonie.com, contact executive producer Marry Caddy at 312-225-1234, or Sonia Blum or Hillary Herbst at Hilly Reps, 312.944.1100.